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A home reflects personal taste and lifestyle, making furniture choices as much about functionality as design. As Indian consumers seek better quality, value and reliable after-sales service, organised furniture retail is gaining ground. This shift is creating opportunities for brands to expand through franchise networks, retail outlets and B2B partnerships.
In this interview, Vijai Subramaniam, Chairman & Co-Founder, Royaloak Furniture, discusses changing consumer preferences, the role of organised retail, franchise-led expansion, opportunities for business partners and the company’s plans for growth in India and international markets.
How are consumer preferences evolving in home décor regarding design, functionality, personalisation, premiumisation and value?
Today’s furniture buyer is more informed, researching designs, materials and prices online before visiting stores to assess products such as sofas, beds and mattresses.
I visit Royaloak stores once or twice a month to speak with staff and customers. Our teams track buying patterns and changing preferences, which we discuss at the leadership level. Customers increasingly prefer timeless furniture that allows them to update their interiors through upholstery, cushions and décor rather than replacing entire pieces. Social media has also increased awareness of new designs and finishes.
Space is another key consideration, particularly in apartments. Sofa-cum-beds, extendable dining tables, hydraulic storage beds and multipurpose study tables appeal to buyers seeking practical solutions for limited spaces. Consumers are also looking for furniture that balances design and functionality.
How are quality assurance, warranties and reliable after-sales service influencing consumer buying decisions in home décor?
We are also seeing consumers place greater importance on consistent quality, warranties and dependable service. Compared with buying from individual local vendors, organised retail offers greater standardisation and accountability. For customers, knowing what they are buying and having someone responsible for the experience matters just as much as the design itself.
What is your expansion strategy for the next 3-5 years?
We see significant room to grow in markets where Royaloak already has a presence, as well as in cities where organised furniture retail is still developing. We currently have over 250 stores and are aiming to reach 1,000 stores over the next three years. Alongside expanding our network, we are strengthening our presence in North and West India, where we see considerable scope for growth.
Which markets, formats and customer segments are you prioritising, and how important are Tier II and Tier III cities to your growth plans?
Tier II and Tier III cities will be an important part of our expansion plan. Aspirations in these markets are rising, but organised furniture retail remains underpenetrated. Customers in Belagavi, for instance, are following many of the same décor trends as those in Bengaluru. The opportunity lies in understanding local demand rather than applying the same retail model everywhere. In larger cities, we are also looking to strengthen our presence across different catchments to bring our stores closer to customers.
Our store formats reflect these differences. Value Stores, at 5,000-6,000 sq. ft., are designed for smaller towns where a large showroom may not be viable. They offer a curated selection, while store staff help customers explore our wider catalogue digitally. Franchise partners are important to this approach because their understanding of local markets and communities helps us make informed decisions about locations and customer needs.
We are also expanding beyond conventional furniture retail. Modular kitchens, wardrobes, mattresses, and home décor allow us to address more of a customer's furnishing needs, while B2B projects with developers, institutions, and commercial clients create additional opportunities for growth.
What are your future plans for expanding into international markets?
Internationally, we already have four stores operating in the UAE and are exploring the potential to expand our presence further. We have received enquiries from markets including Africa, the US and Australia, though our international plans are still evolving. Our immediate focus remains on building a stronger domestic network while assessing the right opportunities overseas.
How do B2B partnerships drive growth and create opportunities for dealers, designers, architects and developers?
As Royaloak expands, we see an opportunity to work with businesses that need more than individual furniture pieces. Hospitals, hotels, resorts and other institutions often require furniture in bulk, with product selection and quantities varying according to their needs. We receive enquiries through our website and stores, which are routed to the relevant sales or category teams for follow-up. This allows us to address institutional requirements through our existing retail network, without requiring customers to follow a separate buying process.
A second area of opportunity is our work with interior designers and real estate agents. House of Interiors, our interior solutions offering, is a relatively new business for us. We currently have units at our larger stores on Airport Road, Mysore Road and Banaswadi, and are building the partnerships and operational capabilities needed to develop this further. The interest so far has been encouraging, but we want to establish the model before expanding it more widely.
What qualities do you seek in franchisees, dealers and business partners?
The success of a franchise depends on having the right partner on the ground. Royaloak looks for local entrepreneurs who understand their markets, have the investment capability to build an organised, large-format retail business, and are committed to customer service and brand standards. The preference is for partners who want to build a business over the long term rather than seek quick returns.
We offer two operating models depending on the level of involvement a partner wants. Under FOFO (Franchise Owned, Franchise Operated), the partner owns and manages the store. Under FOCO (Franchise Owned, Company Operated), the partner invests in the store infrastructure and bears fixed costs such as rent, while Royaloak manages operations and sales.
What support do you provide partners in areas such as training, merchandising, marketing, technology and lead generation?
Partners receive support from the outset, including established store formats, store-opening guidelines and guidance on layout, merchandising, pricing and inventory management. Structured onboarding and ongoing training help sales teams build product knowledge and strengthen their skills in customer engagement, space planning basics and post-sale processes. Teams are also updated as new collections are introduced.
Technology and supply-chain systems help keep daily operations on track. We also use a centralised ERP which provides real-time inventory visibility, while inventory planning and replenishment are managed centrally. Centralised marketing and national brand visibility support awareness and footfall, with the warehouse and logistics network helping maintain product availability. This allows franchisees to focus on customers and sales while delivering a consistent retail experience. With the right location and execution, break-even can often be achieved within 12 months.
What is your current retail and partner network across India, and what growth do you foresee for the brand over the next few years?
Royaloak has grown to more than 250 stores across India, and the next milestone is to cross 300–350 stores by the end of FY27. The longer-term ambition is to reach 1,000 stores over the next three years. There is considerable headroom for organised furniture retail to grow in India, particularly in markets where customers are looking for greater choice and a more consistent buying experience.
